To claim for communication professionals the ethical responsibility of contributing to the public debate within the realm of their function in scientific and technological organizations, giving people the power to analyze the information available to them and based on that make better-informed...

This chapter identifies, defines and explores four news media roles of conduit, facilitator, mediator and political actor through which the media participate with corporate, social and political actors in agenda-building processes. The framework of the media’s four agenda-building roles sheds...

The chapter develops a typology of eight different expected employee communication roles based on literature in public relations (PR), corporate communication and related fields. As PR professionals are increasingly taking on a coaching and training role, and communication technology has made...

How public relations practitioners in the United Kingdom create and maintain social capital in support of organizational objectives is considered in a research project addressing a research gap identified in its literature review. The project informs the work of a new Working Party on Social...

There is a dearth of research about how startup companies use public relations in their tenuous and critical first few years of existence. While there does exist a small body of literature focused on how startups should use marketing, the public relations literature is limited (exceptions: ter...

While the relevance and rationale of strategic communication in organized religion are prevalent in academic and professional literature, there exists a dearth of both theoretical concepts and empirical knowledge, especially from a European perspective. Therefore, this chapter examines how...

This chapter aims to redefine corporate identity as a public relations (PR) tool, part of a new communication syntax of hypermodernity. In line with relevant theories of narrative engagement coming from the post-structuralist semiotics and the ‘aesthetics of interaction’, corporate identity...

Using the theoretical frameworks of public diplomacy and public relations, we mapped how the Chinese government has used panda imagery to build its national brand on Twitter and how this ‘panda diplomacy’ has facilitated its para-diplomatic actions. Our findings uncover new attempts by the...